RARINGTOGO: Chef Cathie Hamilton from Cathie's Cuisine, Arnault Vallee from Orton Catering and Hawke's Bay Tourism general manager Annie Dundas raise a glass to Hawke's Bay's Food and Wine Classic (F.A.W.C!) for 2013, which will begin on Friday, November 1 and run until Sunday, November 10.
RARINGTOGO: Chef Cathie Hamilton from Cathie's Cuisine, Arnault Vallee from Orton Catering and Hawke's Bay Tourism general manager Annie Dundas raise a glass to Hawke's Bay's Food and Wine Classic (F.A.W.C!) for 2013, which will begin on Friday, November 1 and run until Sunday, November 10.
Tourism in Hawke's Bay is being boosted by an influx of out-of-towners flocking to eat and sip their way through the region for a mouthwatering 10 days.
The Food and Wine Classic (F.A.W.C!), the brainchild of Hawke's Bay Tourism, was launched in November last year, followed by a successful winterevent.
Figures for the second summer series are looking positive early on, with a spread of awareness among foodies and wine lovers resulting in a greater number of sell-out events. Fourteen of 58 events held during the inaugural F.A.W.C! reached capacity, compared with 30 out of 60 a week from the official 2013 opening at Craggy Range Winery.
"Obviously it's still early days. It's only the second ever F.A.W.C! The objective is to have a really solid food and wine event across summer and winter," general manager of Hawke's Bay Tourism Annie Dundas said.
"We established more than 30 per cent of people came from out of town last time and we are certainly expecting that number again.
"Already it's tracking slightly above. We are seeing this year that people are attending a few events which means they are staying in the region for longer - we see it being a major tourism event."
The launch of tickets online had garnered a "whopping uptake" to start and had continued with, "steady sales".
Local accommodation providers were also seeing a positive upturn in guests making bookings.
"We work in with a number of properties to host. They are all giving us information that they're going well. Some of the biggest properties are full. They have had a positive August and September and November is tracking along the same lines."
As the event develops over time it is hoped more visitors will flock to the region, but organisers are also hoping for a strong local following. "At the moment we have 60 events, can get capacity for more ... we have got the support of some great sponsors ... who see true value in it." Havelock North is their strongest market, with Napier second.
A large contingent of media representatives from across the globe who attended last year's F.A.W.C! were instrumental in promoting the Hawke's Bay festival as an unmissable event.
"The F.A.W.C! talk is out and proud among Cuisine readers. It's also something locals are proud of and they are going out and inviting their friends from Auckland and Wellington. The Herald has been fantastic. We have had some really great write-up's in the international publications ...
"Tourism New Zealand see us as the best spot for wine and food in the country. They don't send media to any others so that's got to mean something."
